US Footwear Online Retailing Market Report 2021

Providing the most comprehensive and up-to-date information and analysis of the US Footwear Online Retailing market, including the behaviours, preferences and habits of the consumer.

Football is twice as popular as any other spectator sport in the UK, with 42% of all online adults following it during the COVID-19 pandemic despite an initial three-month suspension of competition and matches being played behind closed doors ever since. Empty stadiums and changes to broadcast agreements have cost Premier League and English Football League (EFL) clubs around £1.7bn already and ended a period of sustained market growth that saw combined revenues grow by 50% over the five seasons to 2018-19.

The two main threats to the market’s full recovery are that the softening of the media rights market seen before the pandemic is amplified by its impact on broadcasting businesses and that younger fans in particular have less money to spend on watching football (in stadiums, pubs or via pay-TV subscriptions) if the COVID recession is prolonged.

However, anticipated post-pandemic desire to socialise with family and friends outside the home also creates an opportunity for football clubs to attract new spectators by positioning themselves as safe places for larger groups to meet, have fun and make new memories together.

The total footwear category (not specific to online sales) had experienced yearover-year growth since 2015, until the pandemic reversed that pattern. In 2020, footwear sales reached their lowest point in five years, declining more than 12%. The combined health and economic crises left consumers with few needs to get dressed up (and ultimately buy new shoes) and caused many to scale back or halt spending on nonessential purchases, including clothing and footwear. Online, sales were a different story; in fact, the combined online sales of clothing, footwear and accessories grew nearly 30% in 2020. Because many retailers were closed for part of the year and/or faced limited in-store capabilities when they reopened, when consumers did shop, many did so online.

Read on to discover more details or take a look at all of our Clothing market research.

Quickly understand

• The impact of COVID-19 on consumer behavior and the online footwear market
• Category performance in light of the pandemic and what will drive future growth
• Interest in sneakers, subculture and circular retail continue to drive the category
• How social media plays a key role in consumers’ online footwear purchase journey
• Online footwear retailers future.
• Footwear retail trends.

Covered in this report

Brands: Dr Martens, Birkenstock, Allbirds, Nike, Dior, eBay, Poshmark, ThredUp, Gucci, Zappos, Toms, Rothy’s, Birdies, Soludos, M. Gemi.

Expert analysis from a specialist in the field

Written by Alexis DeSalva Kahler, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite declines experienced in the total footwear market because of the pandemic, the category will rebound quickly, especially online. Consumers who shifted their shopping online during the pandemic will stay, for the convenience as well as out of enjoyment. Looking ahead, brands and retailers can embrace culture, sustainability and technology to keep consumers engaged in the online footwear experience. Opportunities to collect footwear (either tangibly or virtually), resale and secondhand shopping options, and the ability to shop through social media will continue to drive the market.

Alexis DeSalva Kahler
Senior Analyst, Retail and eCommerce